Super Yaya

Founded in 2015 by Rym Beydoun after graduating from Central Saint Martins, Super Yaya is a womenswear label that explores West African culture and couture. With textiles at the center of the design practice, the label focuses on transforming and ennobling cottons that are part of the local popular culture, and offers flexibility and alternative ways for the textiles to be worn. The fabrics are handpicked, hand dyed, and mainly printed in Cote d’Ivoire, before being manipulated and transformed at the atelier in Beirut. As a fourth-generation Lebanese from Cote d’Ivoire, the brand is influenced by Beydoun's Ivorian-Lebanese heritage and merges Lebanese sophistication with Ivorian street style. Super Yaya is based between Beirut and Abidjan.